Brand Authenticity

What it measures

A three-item scale measuring the degree to which a consumer perceives a brand as guided by and true to a consistent set of sincere values and principles. Items assess the brand's fidelity to its stated values, adherence to principles over time, and perceived moral sincerity. The scale captures the values-driven dimension of brand authenticity — the sense that the brand's actions reflect genuine commitment to its stated identity rather than strategic positioning.

Response format

7-point Likert

Scale items

• _____ remains true to its values.
• The brand always sticks to its principles.
• This brand is guided by sincere values.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

FILL-IN-THE-BLANK FORMAT: The blank in item 1 should be replaced with the brand name. Single alpha: α = .892 — Heinberg, Ozkaya & Taube (2020; n = 1,015 Japan, n = 1,253 China). VALIDITY: Content validity assessed by five experts; scale tested for reliability across countries using back-translated questionnaires. Adapted from existing brand authenticity measures; items reviewed for cross-cultural equivalence. Companion to Brand Nostalgia (BRNO, ID 2051) from the same study. NOTE: Administered in Japanese and Chinese via back-translation from English — researchers using the English version should treat it as the source form.

Recommended companion scales

Citation

Heinberg, Martin, H. Erkan Ozkaya, and Markus Taube (2020). The influence of global and local iconic brand communications on ad and brand attitude: Moderation by consumer ethnocentrism and need for uniqueness. Journal of International Marketing, 28(2), 22–40.

Keywords